This "Battleship" just got some corporate reinforcements.
Universal Pictures has lined up $50 million in promotional support for its blockbuster hopeful through partnerships with Subway, Coke Zero, Chevron and Nestlé, the studio said Tuesday.
Unsurprisingly, given the film's setting, the U.S. Navy will also assist in audience recruitment through in-cinema advertising, YouTube videos and Facebook posts focused on the real men and women of the Navy.
The deals will help the film raise awareness in advance of its May 18 domestic launch, and include everything from television ads to marketing sweepstakes to live events.
The film, a maritime and alien invasion mashup, is reported to cost as much as $200 million. Directed by Peter Berg, it stars Liam Neeson, Brooklyn Decker, Alexander Skarsgard, Rihanna, and Taylor Kitsch.
Among the initiatives that the studio and its corporate partners have undertaken are a "Battleship"-themed television spot for Coke Zero, directed by Peter Berg and tied to the NCAA Division I Men’s Basketball Championship; a "Battleship"-themed sweepstakes through Kraft’s Nabisco brand; and "Battleship"-related promotions through Subway.